Research On Audience Experience Of Large-scale Sport Events In Shanghai Based On Structural Equation Model

Shanghai Large-scale sport events have greatly satisfied the residents' demand for sports,improving the image of the event,and shaping brand events has become an important goal pursued by Shanghai event organizers.Audience participation has become an important resource for the commercialization and industrialization of sport events and the driving force for the healthy operation of sport events.With the increase of public consumption awareness and participation awareness,the quality of services provided by sport events affects their subjective feelings about the events.As a result,the level of audience experience of different large sport events has been formed,which is also one of the indicators for investigating the performance of events.At present,there are not many studies on the audience experience of large-scale sport events.To this end,this article uses the literature method,field survey method,questionnaire survey method,and mathematical statistics method to build a composition audience based on service quality experience evaluation theory The structure model of four dimensions of expectation,perception,satisfaction,and loyalty of the experience,and a measurement scale for the audience experience of large-scale sports events in Shanghai has been developed.Finally,the structure equation model method is used to analyze the audience experience of major sport events in Shanghai.The study draws the following conclusions and recommendations:1.The audience of Shanghai large-scale sport events is more male than female,and the proportions vary greatly.The live audience was mainly young audiences,most of them were between 18 and 29 years old,most of the audiences are corporate employees or students;the audience's education was also mainly bachelor's degree,and more than half of the audience came from Shanghai.2.Overall audience expectations,perceptions,satisfaction,and loyalty are high,but among them,audiences have lower expectations for catering services and peripheral shopping,and relatively low perceptions of catering services,peripheral shopping,and interactive entertainment projects.And the audience's overall perception does not reach the level of overall expectations.Improve the level of catering services for the event,design peripheral shopping items and innovative interactive entertainment projects is necessary.3.Audience expectations can directly and significantly increase audience perception;audience perception levels have a direct and positive impact on audience satisfaction and also a direct and positive impact on loyalty;audience satisfaction has a direct and positive impact on loyalty Impact;audience expectations can indirectly have a positive impact on audience satisfaction and loyalty through perception;the design parameters of the arena 's decoration have the greatest impact on audience experience.The study analyzes the audience experience of Shanghai large-scale sport events,finds the main factors that affect the audience experience,and proposes improvement suggestions.It is considered that the event organizing committee needs to conduct early promotion of the event,expand the impact of the event,and form brand events;At the same time,improve the service level of hardware and software,improve the organization,and establish a sound audience service system to conduct innovative research on the field 's decoration design and venue selection to promote the development of Shanghai large-scale sport events.